As the owner of a sole proprietorship, you can identify yourself as a sole proprietor or give yourself the title of your choice. You may choose a title of authority such as "Owner," or one that represents your position such as "Plumber." It is the business name and not your title that identifies your business as a sole proprietorship rather than a corporation or partnership. With many choices, you have the flexibility to choose a title that suits you and will attract customers.

Identification

As a sole proprietor, you may operate under your own name such as John Doe and attach the title of your profession. For example, a plumber could call his business John Doe, Plumber. A sole proprietorship is not a separate legal entity; its legal name is your personal full name, not your title. The advantage of a sole proprietorship in a personal name is that it is simple to establish.

Authority

Using your own name and title for your business can be effective if your name has a strong reputation. It may also be appealing to clients that you are a small business serving those with whom you have close relationships. With the title of owner, principal or founder, your title tells potential customers that you are the person who makes the decisions for your business. It may create a sense of authority as opposed to an employee.

Marketing Appeal

As a sole proprietor if you prefer not to use your personal name with your title, you could register a fictitious name, "doing business as," (DBA). With a fictitious trade name, you would not need to attach your title, except on a business card or other marketing material, beside your name. For marketing material you may want to choose a title that is job-specific and creative such as event planner, Web designer, or public relations manager.

Challenges

If you decide that your title will be your personal name and another sole proprietor is also using the same name, it could be detrimental to your business if the other person does not have a good reputation. On the other hand, if you are starting out and the other person with the same name has built a strong reputation, customers may think you are using another person's name to boost your business. Either way, registering your name to ensure that it is not duplicated can save you from unnecessary challenges to your title.